The Framing Effect
So you are in the grocery store and you are looking for a bottle of toilet bowl cleaner. There are several of them. One very pretty bottle says "Kills 99% of bacteria" and the one next to it says "Allows only 1% of bacteria to survive."
Most people will buy the 99% bottle because 99 is bigger than 1, right? They have been framed by The Framing Effect. Both bottles are claiming the exact same result if you purchase them and take them home and use them. Humans just like bigger things, I guess.
The way we are presented with information influences our decisions. Options can be framed with positive or negative connotations based on wordings, tone and situation. Options that can lead to a gain or positive outcome are risk-averse, and options with a potentially negative result are associated with risk-taking.
A&W Root Beer Hamburgers
Why should we pay the same amount for a third of a pound of meat as we do for a quarter-pound of meat? 
There are cases where The Framing Effect has backfired.[1][2]
Back in the 1980s, A&W Root Beer restaurants introduced a 1/3rd pound hamburger to compete with McDonald's Quarter Pounder. Dumb Americans were "reverse framed"' due to their lack of mathematics skills. Since they didn't understand that a third of something is bigger than a quarter of something, the hamburger sold terribly and was eventually discontinued.
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